초록 열기/닫기 버튼
The present study was designed to examine the role of the green management activities in hotels on their brand image, in turns, revisit intention of customers. A total of 300 questionnaires were collected from customers who stayed 6 hotels located in Seoul and the Metropolitan area. Regressing analysis and hierarchical regression analysis were employed for testing the hypothesis of the proposed model. The research findings were as follows. Firstly, green management activities on government policy supporting aspect has positive effects on brand image of hotels. Secondly, hotel brand image has a significant effect on revisit intention of hotel customers. Thirdly, There is significant main effect and positive moderating effect on the causal relationship between green management activities on customers aspect and their brand image of eco-friendly attitude of customers. Lastly, there is no moderating effect on the causal relationship between hotel brand image and revisit intention of customers
키워드열기/닫기 버튼
Green Management Activities, Brand Image, Revisit Intention
